In a recent conversation with The New York Times, Andrew McUtchen, the visionary behind Time+Tide, unveiled intriguing observations about the rising popularity of quartz watches.
While quartz timepieces have often faced criticism from both collectors and brands, a transformative shift is underway as more manufacturers and enthusiasts recognize their value in today’s watch market.
This emerging trend has caught the eye of various media outlets, including The New York Times, prompting them to seek Andrew’s insights for their exploration of the topic.
Changing Perceptions of Quartz Watches
Speaking with journalist Scott Cacciola, Andrew candidly admitted that he remains less than enchanted by the characteristic ticking sound of quartz watches.
However, he also acknowledged that the long-standing belief that quartz inherently clashes with the craftsmanship of Swiss watchmaking is rapidly becoming outdated.
Instead of regarding quartz as a rival to mechanical watches, it’s increasingly viewed as a unique category that enriches collectors’ choices.
This diversification empowers watch enthusiasts to curate collections with a variety of styles and mechanics.
Emerging Trends in Quartz Luxury
A significant driver behind the renewed interest in quartz watches is the recent launch of the TAG Heuer x Time+Tide Aquaracer Solargraph ‘Sundowner’ Limited Edition.
Just a few years ago, it would have seemed far-fetched to introduce a limited edition quartz watch priced over $3,000.
Yet the astonishingly swift sell-out of all 250 units of the ‘Sundowner’ within just a day illustrates a remarkable shift in consumer attitudes.
Andrew pointed out several factors contributing to the growing fascination with solar-quartz luxury pieces.
Their convenience and durability, combined with cutting-edge technology that harnesses sunlight, make them particularly appealing.
As consumer preferences evolve, there are moments when quartz watches outperform their mechanical counterparts, especially when it comes to design, aesthetics, and price.
The Time+Tide team has noted that certain mechanical models can fall short—especially those featuring only two hands without a seconds hand.
This raises an interesting question: why invest in a pricier mechanical watch when a quartz option can serve the same purpose?
Exploring the Future of Watch Collecting
These insights represent just a glimpse into the engaging dialogue between Cacciola and McUtchen.
For readers seeking a deeper understanding of this evolving conversation, the full article in The New York Times offers a more comprehensive look.
Source: Timeandtidewatches